Amazon appears set to broaden its discount shopping platform Haul to European markets later this year, aiming to challenge the dominance of cost-focused Chinese retailers like Temu and Shein – a move aimed at bolstering its share of the budget-conscious consumer segment.​

Amazon Haul explained: Launched in November 2024, and only accessible through Amazon's mobile app, Haul is the company's dedicated platform offering a wide array of products—including apparel, accessories, beauty items, and electronics—priced at $20 or less.

Signs of global expansion: Job postings for software development engineers within the Haul team, emphasizing a global rollout, suggest preparations for an expansion into Europe. Meanwhile, listings for senior product managers focusing on potential launches in specific regions, such as Mexico, hint at a broader international strategy. ​

The complete package: While Haul has resonated with U.S. shoppers, its European debut presents unique challenges. Amazon has eliminated single-use plastic bags in its Europe operations, replacing them with recyclable paper alternatives. It will need to follow suit with Haul's packaging practices to meet EU regulatory requirements. ​

A logistical challenge: Another challenge is that Haul operates on extended delivery timelines, with shipments arriving within one to two weeks. If Amazon is to maintain customer satisfaction, it will need to adapt its delivery model to cater to Europe's diverse logistical landscape.